Email marketing has become one of the most-used marketing tools for lead generation, communication, and general revenue increase. But with the increased popularity also came plenty of strategies on how to make sure your customers actually open your emails in the first place. Smart Insights reports claim that the average open rate can range anywhere from 5% to 25% depending on the size of your business and its industry.
But what really makes people open emails is their subject line.
Writing the right subject lines is tricky. You need to make sure it hits just the right spot. Very rarely is a subject line created in just a couple of seconds. A good subject line provokes an emotion or a curiosity that your subscriber can’t resist.
So how do you find the best subject lines that will increase your open rate?
Ask the who, what, and why
In order to know what to write, you should know who you’re writing for first. Before worrying about a subject line, you should first establish your audience persona and the type of email you’re sending.
Most common email types include:
- Welcome emails;
- Abandoned cart;
- Weekly / monthly newsletters.
Once you establish what your email will be about and write the content, you’ll be able to assess the subject line that will give you the best results.
What do people react to?
So now that you have established who are you writing to and your email type, you can select the reaction you want to install.
Digital Marketer notes that there are eight types of subject lines audience tends to react to best. They include things like self-interest, curiosity, news, social proof, humanity, story, scarcity, and offer.
Another way of doing this is look at your past headlines and see what worked – based on the email and reaction type, analyze why your audience reacted to certain subject lines better than others.
The must-have elements of best subject lines
The email marketing world is full of emotion-evoking words. Words such as ‘epic’, ‘fail’, ‘everything’, ‘important’ and ‘inspire’ are able to bring out a certain curiosity in people that will make them want to know what’s happening within your email. And that’s another click for you! Try to stir emotions in people in your subject lines but make sure you don’t look spammy Some spam filters are looking at subject lines on emails and if they look similar to other emails people mark as spam, they can get caught in spam filter!.
The value word
Each email needs to have a value. That value should be summarized in a single word, which you need to add to your subject line. For example, that can include guides, facts, planners, offer, discount, sale, and so on. Your email should always include the value you’re bringing to your customer.
Using numbers will help people skim through what the email will be about. The number can also directly correlate with the value you’re giving your customer and increase your opening chances. To learn more about how numbers can influence your subject lines, we recommend reading studies on psychological pricing – the same principle applies to using numbers in your headlines.
Using emojis (optional)
Marketers have started adding emojis after noticing they’re most used in casual online conversation. Strategically using emojis will help you create a relatable subject line that will make people want to open your email and as a bonus point, let them have a giggle or two and will also usually stand out in a crowded inbox. Of course, using emojis is optional as it depends on your own personal brand and tone of voice.
11 examples of best subject lines
- Everything you need to know about [insert value]
- [insert number] hacks to inspire your [insert value]
- Here’s what we think about [insert value]
- Get your [insert value] today for [insert number] less 💡
- From rags to riches – here’s [insert a name]’s story
- Okay [First Name], we need to talk 🤔
- [Insert Number] templates to boost your [insert value]
- Become a [insert value]
- 📣 BIG announcement – [insert value]
- Hey [First Name], join us at [insert value]
- [insert value] vs [insert value] – the battle is on 💪
Of course, subject lines depend on your own content, industry, and further marketing trends. But if you’re not satisfied by your ROI and the numbers you’re getting, try experimenting with new subject lines and the elements we gave you and see what happens.
While most email marketing platforms allow you to use A/B testing to test your own audience, companies like Mailigen also let you run your headlines through the subject line advisor and help you create a campaign that will give you the best open rates.
We’d love to hear your thoughts on what it takes to create the best subject line, so make sure you let us know what you think in the comments below.